To celebrate the launch of Ted's stellar AW17 womenswear collection we invited followers old and new - via paid content - to take One Giant Leap to a new fashion frontier on planet Sateen. There they'd get their chance to explore Ted’s luxurious, universally well-dressed world and complete challenges for their chance to win a constellation of star prizes.
On our own daily Instagram Stories, we then revealed the winner and the prize, and provided a swipe up call to action, driving traffic to Ted’s womenswear product page at tedbaker.com.
• Create an innovative engaging concept
• Drive awareness of new WW AW17 collections online
• Engage with existing Ted audiences online
• Generate social engagement and traffic to the AW17 Womenswear collection
• Acquire new online fans and followers
The campaign was a resounding success both in terms of metrics and reception, with huge engagement. It reached 1.5M people and saw a +7% increase in likes and +600% increase in comments vs SS17 digital campaign.
It is worth mentioning that we chose to stay in-house, rather than use our regular digital agency.
I had the opportunity to take creative lead, sketching out and art directing each creative concept, developing competition mechanics, as well as providing all supporting copy and captions.